A new collection designed by musician Rita Ora will hit Primark stores next week, the fast fashion giant announced Tuesday, making the BET Award-nominated artist the latest star to launch a fashion collaboration that experts say can help brands reach a new demographic, connect celebrities to their fans and bring in millions of dollars.
Ora’s collaboration hinges on a vision of “versatility for everyone,” Primark said in its announcement Tuesday, and Ora said the retailer’s affordability—pieces will cost between $5 to $70—is a nod to her pre-fame days, but not all celebrity collaborations are meant for the masses.
Beyonce earlier this year partnered with French fashion house Balmain (after her deal with Adidas fizzled) to design a couture collection inspired by her “Renaissance” album, and pieces include a structural gown made from pink velvet, a black-and-red velvet cape coat styled over a 3D-printed chest bustier and and a macrame gown complete with black-dyed pheasant feathers.
The couture pieces are not listed for purchase, but the pair also designed three pieces available for sale: A $290 graphic T-shirt and two hoodies that retailed for between $550 and $1,790, Paper Magazine reported.
Billie Eilish partnered with Nike this year to design two pairs of Alpha Force shoes that went on sale in August—the latest collaboration between the two that also saw a four-piece capsule collection featuring the star’s spin on the Nike Air Force 1 drop in April and a line of Barbie inspired shoes, clothing and accessories.
Supermodel Rosie Huntington-Whiteley designed a set of nine swimsuits with London-based sustainable swimwear label Hunza G after a photo she posted in the brand’s pieces went viral in 2019—each is priced at $225.
Dua Lipa stepped in to co-design Versace’s summer line, a 40-look women’s wear collection that included everything from chainmail bikinis to crystal encrusted bags, earlier this year, with parts of the collection reminiscent of the design house’s 1995 looks, and the star worked closely with Donatella Versace herself to create the holiday-inspired pieces.
$2,025. That’s how much the Versace mini dress designed by Dua Lipa retails for at Neiman Marcus.
“The best-performing collections come from the talent who knows their audience and engage with them on a more intimate level,” Hilda Batayneh, the founder of Reunited Clothing, said of celebrity collaborations last year. “They truly not only know what they are looking for but also take into account their feedback and apply it to the collection.”
Beyoncé was listed at No. 48 on Forbes’ list of the richest self-made women this year, with an estimated net worth of $540 million. In addition to her career in music, she designed a line of clothing with Adidas called Ivy Park that earned her roughly $20 million for years before it was canceled earlier this year, according to the Wall Street Journal. Billie Eilish was a member of the Forbes 30 Under 30 Class of 2019 at just 18 years old and is estimated to have earned $53 million in 2020, including a reported $25 million from Apple for a documentary about her life and career.
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